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Designer Backstory

Woo Youngmi's style influences were acquired at an early age growing up in post war South Korea. After graduating from Sung-kyun-kwan University in 1988 Woo Youngmi launched her menswear brand, starting out with a small boutique in Seoul and becoming the first female menswear designer in Korea. The brand is now run in partnership with her daughter Katie Chung who took on the role of joint Creative Director in 2014. Katie brings a youthful, innovative approach to label's vision of creating sophisiticated and delicate clothes that 'break the routine of modern living'.